For entrepreneurs, the path to building a successful business is rarely straightforward. It is full of twists, turns, and major decisions about the future. For Ashley Kochans, that journey has included transitioning from freelancer to business owner and rebranding her business and forming a new partnership.
Ashley’s Journey From Freelancer to Founder with RMMFI
As a freelance digital marketer, Ashley Kochans found herself at a crossroads. Although she excelled in providing SEO and website optimization services, she realized that a more substantial business needed to be created. The turning point was the discovery of the Rocky Mountain MicroFinance Institute (RMMFI).
“I was immediately drawn to the mission-focused approach and comprehensive offering that combines education, mentorship, and community,” says Ashley. “I knew RMMFI’s program was the catalyst I needed to take my business to the next level.”
The intensive 12-week Boot Camp provided Ashley with invaluable business training in all aspects of building a business, from marketing and finance to operations and growth strategies. But perhaps even more impactful was the cohort-based model that allowed her to learn alongside fellow entrepreneurs.
“The cohort experience was energizing,” reflects Ashley. “Being surrounded by like-minded individuals pursuing their own entrepreneurial dreams created a supportive environment for discovering new ideas and solving challenges collectively.”
The mentorship component also proved transformative, connecting Ashley with experienced entrepreneurs who offered personalized advice and wisdom from their own journeys. This multifaceted approach—combining education, peer learning, and mentorship—equipped Ashley with the tools, mindset, and network to transition from freelancer to founder.
Rachael Kraft: The Partner Who Completes the Picture
While Ashley was going through her own business transformation, her longtime friend and colleague, Rachael Kraft was on a parallel journey. With over a decade of experience in customer experience (CX) and user experience (UX) strategy, Rachael has had an impressive corporate career. But the desire to apply her expertise in her own business was impossible to ignore.
“I’ve always been passionate about using psychology and data-driven insights to create exceptional user experiences,” says Rachael. “After years of advising Fortune 500 companies, I wanted to put that knowledge to use more intimately through my own consulting firm, Kraft Consulting.”
It was a perfect match – Ashley’s mastery of SEO and digital marketing strategy combined with Rachael’s UX/CX expertise and entrepreneurial drive. Their shared values, rooted in a mission to elevate purpose-driven organizations, made the decision to join forces an easy one.
Collaborating on Digital Marketing for Change
When Ashley’s firm, Kochans Consulting, established herself in the digital marketing space, she quickly recognized the need to expand her service offering beyond just SEO. Her clients, primarily mission-focused organizations in the healthcare, wellness and non-profit sectors, demanded a comprehensive digital marketing solution.
“SEO is essential, but it’s only one piece of the puzzle,” explains Ashley. “To truly maximize my clients’ online presence and impact, I needed to embrace more collaboration and bring in full-stack digital marketing experts.”
This realization led Ashley to join forces with Rachael Kraft, whose expertise in conversion rate optimization (CRO) perfectly complemented Ashley’s SEO knowledge.
The result? Launch of Digital Marketing for Change (DM for Change), a collaboration that combines their collective skills to provide end-to-end digital marketing solutions tailored to mission-driven organizations.
Building Impactful Partnerships
As Digital Marketing for Change (DM for Change) evolved, collaboration became the foundation of its success. Among its standout contributors is Christopher Hernandez, owner of Spider Lunch and a fellow RMMFI Boot Camp graduate. Christopher met Ashley through RMMFI, and their shared commitment to supporting entrepreneurs has led to a strong partnership.
“I’ve learned so much through developing websites for the RMMFI community,” Christopher shares. “I was blindsided by how much of a hurdle website development can be for new business owners. Many trust friends or family to build their websites but often end up with something that doesn’t meet their needs. Sometimes it means reinvesting multiple times before they get it right.”
Now a regular partner with DM for Change, Christopher enhances projects with his expertise in website design and structure. “Working with DM for Change has been wonderful. We are able to utilize each of our expertise. All input is considered and weighed to create a solid deliverable,” he explains.
“Our goal with DM for Change is to empower changemakers who value making the world a better place,” says Ashley. “By bringing our expertise together, we can offer a holistic approach to digital marketing, ensuring our clients’ online presence accurately reflects their impact and resonates with their target audience.”
Empowering Changemakers’ Online Success
Central to DM for Change’s mission is its online course, the How to Make Your Website a Tool for Good program. This self-paced multimedia course guides participants through the essentials of effective website optimization, covering topics such as search engine optimization, the sales funnel, conversion rate optimization strategies, and website performance metrics.
“We designed this course specifically for busy professionals in mission-driven organizations,” explains Rachael Kraft. “They understand the importance of a strong online presence but often lack the time or resources to fully optimize their website. Our course gives them the knowledge and tools to take control of their digital success.”
However, what DM for Change offers goes far beyond the online course. The company also provides comprehensive consulting services including SEO audits, UX audits, CRO consulting, and more. This personalized, hands-on approach allows organizations to identify and address specific areas for improvement within their digital marketing efforts.
“We don’t just teach concepts; we are actively implementing solutions,” adds Ashley. “Our consulting services ensure that our clients’ digital marketing strategies are data-driven, user-centric and consistently optimized for maximum impact.”
For a limited time, DM for Change is offering a special deal: Course participants will receive a 15% discount on Kraft Consulting’s UX Website Audit packages, allowing them to pair an educational component with actionable expert-led website optimization.
To sign up, please contact courses@dmforchange.com or check out the course page today.
The Future of DM for Change: Powered by Collaboration and Community
As DM for Change looks to the future, the company’s trajectory is clear: continued expansion fueled by the power of collaboration and an ongoing commitment to the business community that helped shape its foundation.
“Our partnership with RMMFI extends far beyond the initial Boot Camp experience,” confirms Ashley. “We remain deeply involved in their business community, looking for opportunities to collaborate, share our expertise, and support the next generation of business leaders.”
This symbiotic relationship exemplifies the core ethos of DM for Change – that real success comes not from individual effort, but from the collective impact of diverse expertise, shared experiences, and a unified commitment to fostering positive change.
“The journey of being an entrepreneur is never easy, but it is extremely rewarding when you surround yourself with the right people.”
Take the next step in optimizing your digital presence! Enroll in DM for Change’s SEO & Website Optimization course and enjoy 15% off Kraft Consulting’s UX Website Audit packages. To learn more about our consulting services, visit Kraft Consulting or reach out to us directly at digitalmarketing@dmforchange.com. Let’s work together to amplify your mission!
